TAILIEUCHUNG - ORGANIC MEAT: MARKET DEVELOPMENT AND CONSUMER WILLINGNESS TO PAY

In the Canadian Prairies, there is particular concern about the depletion of soil phosphorous from organic grain production [7], and the long-term impacts of tillage practices employed by organic producers [8]. Grain yields under organic management are, on average, lower than under conventional management, and it has been suggested that the yield deficit is more severe on the Canadian Prairies than some other regions [9]. Even where yields are similar, reliance on rotational strategies over synthetic fertilizers to maintain soil nutrients may place a further constraint on the overall productivity of organic cash crops [10]. Conversely, some studies. | In Organic Farming Methods Economics and Structure ISBN 978-1-60692-864-6 Editors Michael Nelson and Ivan Artamova 2009 Nova Science Publishers Inc. Chapter 5 Organic Meat Market Development and consumer Willingness to pay Fabio Napolitano Antonio Girolami and Ada Braghieri Dipartimento di Scienze delle Produzioni Animali - Università degli Studi della Basilicata - Potenza Italy. Abstract This chapter provides an overview on the evolution of global market demand for organic meat and factors affecting it. Future prospects for development of organic meat consumptions and possible problems concerning trading are analysed. The price that people are willing to pay is the major determinant of the market share of organic meat. Although intent to purchase depends upon the interactions of quality attributes such as appearance and colour it has been hypothesized a consistent effect of organic labelling as compared to some sensory characteristics on the price offered by consumers for organic meat. Previous experiments have shown that expectations induced by the information can affect the quality perception. Therefore consumers behaviour and attitudes toward organic meat are tested through the study of the effect of information about organic farming practices on product liking and consumer willingness to buy organic beef and pay the extra production costs. Our results indicate that this information if given to the consumers can be a major determinant of beef liking thus providing a potential tool for meat differentiation to traditional farms where husbandry is based on extensive rearing systems and high animal welfare standards. Accordingly consumers are prepared to spend more for organic beef thus indicating that reliable information about the organic farming system may markedly increase consumer willingness to pay. Correspondence to ph 39 0971 205078 fax 39 0971 205099 E-mail 2 Fabio Napolitano Ada Braghieri and Antonio .

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